Our State of the Property Nation research has revealed valuable insight into the minds of consumers when choosing an estate agent to list their property.

Our research shows consumers rank low fees and local presence as the least important factor when choosing an estate agent. However, when comparing other factors, transparency and openness about fees and the selling process were the most important factor an agent could offer to a client. With 56% of respondents ranking this as a significant factor when picking an agent to list their property.

The research also found that the ability to negotiate the best possible price and offering value for money were voted the second most important factor for agents to consider when dealing with vendors.

Surprisingly, if you thought that your agency reputation or agency fees were factors worth considering above the rest, our research also showed that these were the lowest on a vendor’s priority.

This results in good news for agents as low fees do not feature high on a vendor’s list of priorities. However, agents will need to keep an eye on how transparent they are with fees and the selling process. This will ensure the biggest chance of winning instructions in a highly competitive market.


Charlie Bryant, Managing Director of Zoopla, commented:

“Winning instructions is the top priority for estate agents across the country in a challenging and competitive marketplace, and our research reveals what consumers are looking for when selecting an agent to sell their home.”